ANALISIS PENGARUH MOTIVASI KONSUMEN, PERSEPSI KUALITAS, DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PONSEL NOKIA (STUDI PADA KONSUMEN NOKIA DI SEMARANG)

Abstract

The purpose of this research is to find out the effect of consumer motivation, quality perception, and consumer attitudes toward the purchasing decision. This research is descriptive research that describes the related objects to common purchasing decision. Population of this research is the residents all over Semarang who own Nokia Mobile Phone. Sample of this research is 100 respondents who bought Nokia Mobile Phone, taken by accidental sampling. The data is collected by spreading questionnaires. The result of multiple regression is Y = 0,443 X1 + 0,231 X2+ 0,300 X3. Independent variable that affects the dependent variable the most is consumer motivation (0,443), followed by consumer attitudes (0,300) and quality perception (0,231) respectively. The result of the t-test shows that all of independent variables (consumer motivation, quality perception, and consumer attitudes) have positively affect purchasing decision of Nokia Mobile Phone as dependent variable. It means that according to the consumers, the three independent variables are considered important to decide whether to purchase Nokia Mobile Phone. The result of Determinant coefficient (adjusted R2) from this research is 0,506. It can be concluded that 50,6% purchasing decision can be explained by consumer motivation, quality perception, and consumer attitudes while the rest of it (49,4%) is affected by other variables that are not counted in this research